Accademia Teatro alla Scala
www.accademialascala.it
Robilant, together with Fondazione Italia Patria della Bellezza, curated the restyling project of the Accademia Teatro alla Scala's website. This project aimed to enhance the Academy's identity and history, making it more accessible and attractive to a digital audience, with a modern and functional design that reflects its excellence in the Italian and international cultural scene.
The work balanced practical and strategic aspects in order to offer an optimal user experience. On the one hand, it simplified the presentation of courses, access to information and the use of content; on the other, it developed a new communication concept, specifically designed to enhance the Academy's narrative through the website.
This approach has allowed the combination of both efficiency and emotion, reinforcing the Academy's identity and improving its digital communication.
"Journeys" were introduced as an innovative concept that narrates the educational journey of the students of the Accademia Teatro alla Scala: from the moment they start out as children to the moment they graduate as arts professionals. This narrative choice focuses on the real and personal experiences of students, offering an authentic and engaging perspective on academic life. Through individual stories, the site celebrates each student's talent, dedication and transformation, making the narrative more human and inspiring.
The project not only resulted in a website renovated both in design and content, but also introduced a new approach to storytelling and photography style, based on authentic and truthful content. To support this vision, we developed a completely new design system, featuring a set of original icons and a revamped colour palette. This set of elements contributed to the creation of a fresh and consistent visual identity, capable of effectively communicating the values and excellence of the Accademia Teatro alla Scala.
The project "Accademia Teatro alla Scala, the great transformation of 2023" is one of the two projects selected by the Fondazione Italia Patria della Bellezza that won the ‘in kind’ prize provided by Robilant.